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Leverage Your Landing Pages

Websites are an essential component in any company’s marketing medium mix. But knowing the difference between a home page and landing page is like knowing the difference between casual browsing and serious shopping.

Home Sweet Home Page

A home page is the “welcome mat” of your website. It’s where you must make an engaging first impression that gets visitors to click around to learn more about your offerings and capabilities. Not to sound shallow, but this is where image matters. This is where people “judge a book by its cover.” That said, an effective home page should have these features:

Simple yet inviting. A home page should look like a freshly made bed: clean, comfortable and alluring. Don’t busy it up with every button and tool you can think of. Express what your company does quickly, then create clear, concise ways users can find the content they need.

Good directions. An attractive site is just smoke and mirrors if you can’t move around it efficiently. That’s why site navigation is essential. Think of it as a busy airport with well-marked signage that meets each person’s specific needs. To ensure this, test your site navigation on some existing customers or vendors to get an outside perspective.

Here I come to save the day! In other words, your page should have a hero image or video that relays a visual representation of your offerings. For example, at Western States we believe our employees are the lifeblood of our business, so they are featured predominantly on our home page.

Contact info. Put contact info or a quick link to your contact info on every page as a part of your header/footer design. Because nothing is more annoying than going on a wild online goose-chase to find a phone number or email address.

Lucrative Landing Pages

While your home page is your company’s “welcome mat,” landing pages take them somewhere specific for a specific purpose. Landing pages are tailored to a marketing campaign that motivates prospects and customers to carry out a desired action. When connected to direct mail and done right, landing pages can make a profitable difference for any business.

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Need to integrate a website with an attention-getting direct mail campaign? Contact us for complimentary samples of engagingly effective envelope and label products.

About the Author

Andy Frahm is the Marketing Specialist at Western States Envelope & Label. As a digital designer and a usability expert he creates and develops digital marketing that sends a clear, concise message. In addition to his work at Western States, Andy is an epicure that enjoys disc golf, homebrewing and traveling (particularly to London) with his wife Meri.

Imagination is more important than knowledge - A. Einstein

Any views expressed in these blogs are that of the blog's author and do not necessarily represent those of Western States Envelope & Label.

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